The Brief

Mobiddiction: Mobile

Before

Mobiddiction: Location Beacons

During

Mobiddiction: Notifications & Alerts

After

Help me plan, navigate and engage

Providing true utility to show attendees, which helps them plan, navigate and engage with the Easter Show at scale.

“Help my family and I get the best value for experience”

Insights

Customer research told us we needed to develop a digital solution for two core audiences: Families and Empty Nesters.

Families said they wanted a utility to:

“Help my family and I get the best value for experience”.

They needed an Easter Show app to showcase activities based on their interests, be a trusted advisor and act as a tour guide helping with navigation.

On the other hand, Empty Nesters told us they wanted a utility to:

“Help us plan so we can avoid what we don’t want to see.”

Empty Nesters  needed an app to showcase utility and act as a curator for events which could be easily added to an itinerary planner.

Based on Need State and Customer Journey planning, we identified Utility, Relevance, Transaction and Social CRM as core need states. Using these insights, we developed a creative platform and methodology called Pre-During-After experiences. This methodology inspired and fuelled the ideas and functionality which underpin this mobility solution.

Royal Easter Show Maps

Interactive Map

A customised map that lets users find out location based information and provides a utility based navigational experience.

The ‘My Plan’ feature assists in highlighting your favourited events and activities providing you with your personal navigation.

Geo-targeting and Smart Notifications

Ability to send targeted notifications. Segmented for crowd management and location based offers and promotions.

Royal Easter Show Planner

Event Companion

A smart itinerary planning platform that lets users plan their “before-during-after”. Easy to use, the Sydney Royal Easter Show app stores your preferences for a personalised experience.

The Experience

At its core, the Easter Shows mobility solution is a consumer mobile app developed for iOS and Android. It acts as the trusted advisor and navigator for customers at the Easter Show.

The app is powered by our customer engagement platform, Mobiconnect which allowed the Easter Show to publish and communicate with customers in realtime. The core focus behind the app was to deliver utility, experience & brand value by focussing on:

  • Tools that complement the event experience
  • Utilising location and personalisation to drive relevance
  • Driving seamless integration between real and virtual world experience
  • Driving Social sharing and community engagement

Try it for yourself!

There is so much to do and see at the Sydney Royal Easter Show and the official app includes all of the essential information, plus the fun stuff!